As mentioned in one of my earlier posts, landing page is not just the home page of any site, but rather any page that appears, whenever a customer clicks on a search-engine result link or on an advertisement. Being such an important page, through which visitors are introduced to the entire site, landing page is considered to be the lead page and needs to be carefully designed.
Not anybody and everybody can design a good landing page. In my opinion, for someone to design an attractive landing page, they need to have a basic knowledge of designing techniques, that ensure good viewer response so that they are compelled to come back to the particular site and also provide a lead for other interested visitors. This doesn’t necessarily mean that you fill up your landing page with all sorts of images and graphics that have least relevance to your site. There are several other things that go into the designing of a good landing page. Some of the things which I feel are most essential while designing an effective landing page include:
- Relevance: This according to me is one of the most important and basic factors that needs to be considered while designing a landing page. Being the lead page for any site, there are no two ways about the fact that the landing page has to have very close relevance to what the viewers are basically looking for. The closer the relevance, the more is the expected viewing and more are the chances of conversion.
- Objective: It is very important that you have a clear understanding of your objective while designing the landing page. If you can identify your target audience, nothing better than this. This helps you in planning out the architecture of the landing page so that you can provide your visitors with just the thing they are looking for, that too in the shortest of time. Make your page highly customized and product centric.
- Focus: It is essential that your focus is only on one particular product and you do not fan out your focus on promoting several products through a single landing page interface. If you wish to promote multiple products, my advice to you would be to create different landing pages for each product.
- Clarity: By clarity, I not only mean clarity of content but also clarity of ideas. You should be able to clearly convey to your visitors your call of action. They should know for sure how to download or which form to fill and so on. This helps to keep the visitors engaged for some time and also provides a good lead for your site.
- Text: The text or content of your landing page should not only be easily readable but, also be concise. You never know for how long your visitor wishes to stay on your page, and you can’t just let them go empty handed and close down all doors on their return. Thus, what you need to do is to provide your visitors with as much relevant information as you can in that short span of their stay while at the same time not make your landing page too congested. Keep your content clean and concise. Also keep a check on any kind of spelling mistakes and grammatical errors.
- Present Facts: As far as possible stick to facts rather than generalities. People are always interested in knowing facts and figures and this is what is going to hold them to your site. People who do not have any idea about landing page designs make such weak statements and generalizations.
- Links: Include only those links which represent the course of action that you wish to be performed. Including unnecessary navigation links confuses the visitors and they tend to loose interest in your page.
Well friends, I suppose I have included enough tips to help with your landing page design. I would not call these tips the thumb rules for designing any landing page, but, they definitely are some of the essential points that can help you optimize your landing page and ensure a good viewer response.
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